Normally when we announce our book for the month, neither Lara or I will have read it. This month is a bit different, because we both volunteered to be ambassadors for the launch (THIS WEEK!) of Gini Dietrich’s brand new book, Spin Sucks. Many of you may already know that Lara and I are big Gini fangirls - especially me. Remember this from last year’s Social Capital Conference when Gini came to speak?
Gini is a lovely person, but she’s also really, really smart. That’s why I have followed her blog for years now - and why I was even more excited when I heard she was going to be releasing a book. I’ve found Gini’s blog, also called Spin Sucks, to be full of wisdom and actionable content that any business can use to raise their profile using digital marketing. Sure, she’s in PR and perhaps you’re thinking that’s not relevant to you or your business. The truth is that if you’re using social media, you’re practicing public relations, whether you realize it or not. We just aren’t all doing it well; that doesn’t mean we don’t need to use the (good) tactics.
Gini tells it like it is - no sugar coating
As a business owner, I have such an appreciation for people who ask me hard questions and tell me what I truly need to hear. Diluting the truth will only hurt you in the long run. This book wouldn’t be as useful as it is if it didn’t clearly state the challenges that can be faced.
“You no longer have control of your brand - or perceived control. You can no longer worry just about your marketing messages. You have to be in tune with what the customers say your brand is and how they define it to their friends, family, and social networks.”
“Your competitors know the exact recipe to your secret sauce, but no one does it as well as you do. It’s your secret sauce. It was created with your people, your thinking, your culture, your passion, and your vision.”
Lara recently asked a company that’s doing really interesting things with their social content if they would mind doing an interview with us so we could share some of their creative work with our audience. The response was quite surprising. They didn’t want their competitors to know their strategy. It’s one of the false beliefs about social media - that if you have a degree of transparency that you’ll tip off competitors and they’ll take away your business.
The truth is that your competitors are already trying to imitate you. They can figure out your strategy through observation - they don’t need to see your editorial calendar or other planning documents to know what it is. But they won’t succeed for the reason that Gini stated - they are not you and they never will be.
A plethora of practical application
Have you ever read a book that had a subtitle of “how to…” that really didn’t tell you how to do anything? Spin Sucks is not that book. I’m reading this book again with our book club this month for the sole purpose of identifying as many items that we need to work on as possible. I got quite a few the first time around, but I know there is so much more. This quote reaffirms one of things I tell my clients all the time:
“When creating content, the question “How often should I post new content?” almost always comes up. The answer depends on your goals, but from a search engine perspective once a week is sufficient. What you really want to be focused on is consistency, and quality versus quantity.”
You’ll find lots of easy to implement SEO tips, and some that you may need some technical help with, but are worth doing to get the additional metrics.
Above all, Gini will give you a roadmap to telling your story in a way that is compelling and valuable to your audience. We couldn’t have picked a better follow-up book to Youtility!
Buy your copy of Spin Sucks by April 5th and get some fantastic extras!
- Enter the contest on the Arment Dietrich Facebook page.
- Email Gini a copy of your receipt to receive some free stuff! Ebooks, webinars, etc. (This one is worth buying the book for alone!)
Meet Gini and hear how much Spin Sucks live!
April #WWCBookClub Twitter Chat
Mark your calendars, because April 24th from 9:00-10:00pm, we’re going to have a chat about #SpinSucks and everything you’ve learned! So, be sure to go buy the book now: Amazon.ca Paperback, Kindle (affiliate links).
I received a galley copy of the book in exchange for doing a review as a Spin Sucks Ambassador (though I bought it anyway). Then I bought it again. So these opinions really are my own.